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Racecourse and Brewery Partnership Spells Success Reports PR Agency

by Ainsley Piggott

Tuesday, September 20th, 2016

Six jockeys racing at Musselburgh Racecourse

LUCKY racegoers were the first to try out a brand new drink from one of Scotland’s best-loved breweries at a day packed with thrills and activities.

A crowd of 3,600, including many families, raced to Musselburgh Racecourse for its most successful Caledonian Brewery Raceday to date which featured the Caledonian Beer Festival, involving Edinburgh’s oldest brewery.

The brewery launched its new Black lager, Dark Light, on the day, the new drink was debuted alongside a wide array of other beers which racegoers were able to sample at the dedicated Scottish beer festival marquee.

Entertainment also included live performances by both the Caledonian Brewery Pipe Band and a rousing ceilidh band, while delicious street-style food was available across the racecourse, which is a five-star visitor attraction.

The atmosphere was also ramped up with a thrilling race card. As well as the seven flat races, including the £20,000 Caledonian Cup, the crowd were also treated to three fast-paced harness races.

Already one of the biggest events in Musselburgh Racecourse’s packed annual schedule of fixtures, the race day proves to be popular with racing enthusiasts and also a huge draw for families, as children under 17 are admitted free when accompanied by an adult.

Sarah Montgomery, Senior Operations and Commercial Manager at Musselburgh Racecourse said: “The Caledonian Brewery Raceday just keeps getting bigger and better with this year being the most successful yet.

“Racegoers certainly enjoyed having the beer festival alongside some top quality racing with the launch of Caledonian Brewery’s newest beer proving to be a huge hit.

“We want our visitors to have the usual fantastic day out and with live music, harness racing and a buzzing atmosphere there is something for everyone. We even showed the St Leger live from Doncaster. All in all, it was a great day for everyone who attended.”

Nostalgia lovers even got the chance to relive a 1970s classic when they are asked to chronicle the event using 500 instant Polaroid photos. Racegoers were urged to capture their favourite moments on instant cameras strategically placed around the venue.

While mobile phones and social media have enabled anyone to instantly view and share their photos, for decades the only way to see a photo in real time was with instant cameras, which printed out photos second after they were taken. The cameras enjoyed their heyday in the 1970s.

Sarah added “For younger visitors used to the speed and ease of Instagram and Snapchat, these cameras were a real throwback. They all loved the fun aspect of shaking the photo and waiting in anticipation for the image to appear.

“It was a brilliant trip down memory lane for older racegoers who remembered only too well the thrill of seeing a Polaroid camera in action for the first time.”

Participants also had the chance to bring the experience bang up to date with a digital twist. Racecourse bosses encouraged revellers to share their Polaroid images via Twitter, using the hashtag, #CALEYRACEDAY – with Edinburgh local, Mark Payne, going on to be the winner and receiving a VIP tour and beer tasting session at the Caledonian Brewery in the capital.

Andy Mitchell, Marketing Manager at Caledonian Brewery said: “We are delighted to have teamed up with Musselburgh Racecourse once again. The raceday is always a fantastic experience with an incredible atmosphere.

“The competition went down an absolute treat and we are already looking forward to welcoming Mark through the door to experience the brewery first hand and try out an array of beers.

“Caledonian Brewery is oldest working Brewery in Edinburgh and we work hard to ensure our products suit our customers’ needs, so we are looking forward to hearing what race goers think of the many beers on offer – not least our new Black lager which we can’t wait to unveil to the public for the first time.”

Musselburgh Racecourse, which is currently in its 200th anniversary year, just celebrated a sell-out success at its recent Stobo Castle Ladies Day, followed by a high-profile visit from the Queen, who unveiled a new sculpture to mark the prestigious bicentenary.

The next raceday to take place at Musselburgh Racecourse will be the annual Supporting Your Services on Sunday 25th September. The day will host a variety of activities including an exclusive performance from a massed pipe and drum band, free fairground rides and an afternoon of professional flat racing.


For more information and to purchase tickets please visit:

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Ainsley Piggott of Scottish public relations agency, Holyrood PR in Edinburgh

Private: Ainsley Piggott

Ainsley Piggott joined award winning Holyrood PR in Scotland with three years industry knowledge behind her having previously worked on well known consumer PR accounts such as Asda, Greggs and DFS

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